2025 SDGs Project Fieldwork: NUCB Business School × Yamaha Motor

NUCB Business School has launched this year’s SDGs Project with a new collaboration partner: Yamaha Motor Corporation. As part of the course led by Professor Hoe Chin Goi, students engaged in a full-day fieldwork session at Yamaha’s Co-Creation New Business Development Division, where they explored how core technologies can be leveraged to design sustainable mobility solutions for overseas markets.

During the visit, Yamaha’s representatives — Senior Supervisor Yohei Maruyama and Ms. Ayako Tomizawa of the Co-Creation & New Business Development Department— provided valuable insights into the company’s SDG strategy, current initiatives, and the role of co-creation in developing new business models. Their openness and support enabled students to observe real corporate practices and discuss how sustainability goals translate into product development and long-term market planning.

The project follows a participant-centered and fieldwork-intensive design, combining case discussions, stakeholder engagement, and team-based consulting work. Students will continue refining their analyses in the weeks ahead, culminating in final presentations scheduled for December. The consulting teams will propose actionable strategies that reflect critical thinking, diversity awareness, effective communication, and global leadership — core learning goals of the Global MBA, MSc in Management, and MSc in Business Analytics & AI programs.

A sincere thank you to Yamaha Motor for hosting our students and providing such an enriching learning experience. We look forward to seeing the final proposals shaped from this collaboration.

About the SDGs Project

Organized and steered every year by Prof. Hoe Chin Goi, our SDGs Project course has been held in the fall every year since 2020. The project course brings together a group of international perspectives to address issues in ESG areas brought forth by corporate and governmental stakeholders. The course connects elements of academia and industry, providing parties representing corporate, governmental, and educational interests an opportunity to interact and synergize their skillsets in order to solve urgent issues faced by global business.

Emulating the principles of the "Immersion Experience Project" (IXP) by Harvard Business School, the SDGs Project course employs an exploratory and grounded learning approach through interactions with stakeholders and research done in the field. Data collected through surveys, interviews, and group consultation throughout the fieldwork portion of the course provides a confluence of information sources enabling intensive contextual studies informing the consulting proposals for stakeholders.